WEST END IN London, which is home to fashionable areas like Regent Street, Oxford Street, Bond Street, Jermyn Street and Covent Garden, is looking at extra sales worth estimated at £50 million during the royal wedding weekend.
The area, which is home to a large number of businesses with royal warrants from Queen Elizabeth II, Prince Philip and Prince Charles, is celebrating the royal wedding with a range of new products and very understated celebrations and street parties.
“We did not come up with a new product, but we had relaunched our King’s Ginger ginger liqueur, which was specifically created for King Edward VII in 1903, earlier last year. We still supply this to the royal family. During the Christmas season, we sell 200 bottles daily and we are looking at a sales boost that would produce more sales than that,” Berry Brothers & Rudd marketing executive Luigi Barzini said. “We are not openly advertising the new product, if people ask for it, we will of course provide all information, but for us everything is tasteful and understated,” Barzini added.
Not all royal warrant holders have developed new products for the royal wedding, but all of them are aware of steep interest in the royal wedding amongst Americans and are hoping for increase in sales to tourists. Penhaligon’s, which supplies perfumes to the royal family, has been caught behind time as a new series of perfumes will be available from next month. “The interest of visitors is strong in our products, especially as we have products associated with some members of the royal family,” Penhaligon’s Regent Street manager said.